Coffee has maintained its leading position as the most popular beverage in Germany, but a report commissioned by Nespresso suggests that consumers – particularly younger ones – are becoming more discerning.
In order to examine trends in coffee consumption in Germany, Nespresso recently commissioned an independent study by CN St Gallen The Refresh Company, who surveyed a sample of 1,000 coffee drinkers in the German cities of Berlin, Hamburg and Munich. The results of the study show a clear shift in values surrounding coffee, Nespresso believes.
The report suggests that younger coffee drinkers in particular place a high value on the quality of the coffee they consume. There is a growing awareness and appreciation of coffee’s sensory qualities, where the coffee younger coffee drinkers consume is grown, and how it is cultivated. There is, claims Nespresso, a growing sense of ‘coffee connoisseurship’ noticeable among younger people.
According to report, nearly a quarter (24.1 per cent) of 18-29 year-olds want to try different types of coffee and coffee beverages. In contrast, the 50+ generation is more likely to remain with a single coffee with which they are already familiar.
